Creating Pioneers


To enthuse students for a new academic year and show new students what to expect from a life at art school, Willem de Kooning Art Academy commissioned us to create an online commercial for them.


In this rollercoaster film, we're following the creative process of a design student; from sleepless nights to dreaming big and from drawing your first line to keyboard coffee spills.

We wanted to show future students that it isn't about creating perfectly polished pieces, 

but about coming up with ideas, trying new techniques and mostly failing and learning. We hope to get future and current students motivated to just start, work hard and have fun with it!

This project was nominated for an ADCN award and was featured on Vice’s The Creators Project


Concept, design and production
From Form

Music & Sound Design

Voice over
Matthew Kalish

Special thanks to:
Kevin Verbeek
Nicky Tempel
Peter v/d Werve
Wilko Lamberts